Vietnam has no shortage of things to see. What the country's tourism sector is now working out is how to squeeze more value out of every visitor — and a recent industry discussion in Hanoi argues that travel firms, not just destinations, will decide whether that happens.
The backdrop is a policy push under Resolution No. 26-NQ/TW, which aims to make tourism a spearhead economic sector. The Vietnam Tourism Association's Cao Thi Ngoc Lan made the case that tour operators need to move well beyond flogging packages: understanding what markets actually want, designing products around it, connecting airlines, hotels, transport and guides, managing risk and shaping how a destination is perceived. A place can have stunning resources and still stall, she argued, if nobody turns those resources into products and distributes them properly.
The market itself is churning. By August 15, Vietnam had 4,673 licensed international travel businesses. In the first eight months of this year alone, the Vietnam National Authority of Tourism handled 821 applications — approving 404 new licences and revoking 181. That's a market correcting itself, where capacity and reputation increasingly separate the survivors from the rest.
So what do travellers actually want? Dr. Nguyen Anh Tuan of the Institute for Tourism Economics says the checklist has grown: safety, convenience, quality experiences and a story worth telling — not just a pin on the map. The old "sell what's available" model doesn't cut it anymore.
Saigontourist's Doan Thanh Tra broke down the different crowds operators must serve. Luxury travellers want privacy and bespoke service. Younger visitors prefer flexible, experience-heavy itineraries. Cruise passengers need tight, punctual, well-organised programmes — a big deal for a country whose ports like Ha Long and Chan May see heavy ship traffic. She also pushed firms to build direct digital channels through websites and social media, which let them test products and personalise what they sell.
Two other themes keep coming up: green and digital. Industry figures, including Phung Quang Thang of the Vietnam Society of Travel Agents, want clear criteria and monitoring for green tourism rather than vague labels — arguing that sustainability spending is really an investment in brand and competitiveness, not a cost. Meanwhile, operators are expected to lean on data and AI to read markets.
Why should a traveller care? Because these shifts shape what's actually on offer in Vietnam. Expect more tailored small-group and experience-led tours, better-organised cruise shore excursions, and operators competing harder on quality — which usually means better trips and more honest pricing. If you're planning a Vietnam holiday, it's a good moment to book with an established, licensed operator and to ask directly about itinerary flexibility and sustainability practices.
Full credit to Vietnam News Life for the original reporting.
